Photo: A rendering of the park proposed for the Embarcadero Plaza at the foot of Market Street. HOK and BPX
Bridging Waves and Waterfront Dreams
By Mauricio Segura / March 14, 2025
San Francisco, known worldwide for its iconic landmarks, vibrant neighborhoods, and breathtaking natural beauty, is constantly evolving, driven by a spirit of innovation and community. Now, the city stands poised to enhance its charm further by transforming two beloved locations into expansive public parks. This significant shift represents more than just urban redevelopment; it symbolizes a renewed commitment to environmental stewardship, community engagement, and public well-being. Soon, residents and visitors will experience San Francisco in new and exciting ways, interacting intimately with both the ocean and the bayfront like never before.
Along the city's western edge, the Great Highway, stretching between Lincoln Way and Sloat Boulevard, is about to be reborn as a vibrant, car-free park. Closed permanently to vehicles as of March 13, 2025, this scenic stretch, renowned for its sweeping views of the Pacific Ocean, will soon become California’s largest oceanfront pedestrian park, spanning an impressive 43 acres. Historically, the Great Highway was constructed in the early 1920s, providing one of the most picturesque drives in the region. Over the decades, coastal erosion and rising sea levels increasingly threatened its structural integrity, prompting the city to reconsider its purpose. This ambitious conversion was made official after the November 2024 passage of Proposition K, approved by 54% of voters citywide. While debates continue about the traffic implications for nearby neighborhoods, many celebrate the chance to reclaim the coastline for recreation and relaxation. The park, still unnamed, invites public suggestions in a citywide naming contest, with the final selection announced at its grand opening scheduled for April 12, 2025. Fun fact: The Great Highway was once home to Playland-at-the-Beach, an amusement park beloved by generations of San Franciscans until it closed in 1972.
On the eastern waterfront, Embarcadero Plaza is also set for an exciting makeover. Historically a hub for transportation and trade dating back to the Gold Rush era, the Embarcadero has witnessed San Francisco’s growth from a bustling maritime center into a modern urban landscape. The plaza, situated near the city's iconic Ferry Building, will undergo a $35 million revitalization aimed at transforming it into a lively, green gathering spot. This collaborative project between the city’s Recreation and Park Department, Office of Economic and Workforce Development, and real estate developer BXP seeks to merge Embarcadero Plaza seamlessly with neighboring Sue Bierman Park. The unified area will exceed twice the size of Union Square, incorporating extensive seating, fitness zones, artistic installations, and spaces for public events and entertainment. Embarcadero Plaza was previously known as Justin Herman Plaza until 2017 when its name changed following widespread discussions about historical representation and inclusivity. Today, the plaza stands as a symbol of San Francisco's vibrant culture and diverse community. The revitalization project is currently in the design phase, funded by an initial $2.5 million investment, with ongoing efforts to raise additional public and private funds. Construction is anticipated to begin by mid-2027, although specific timelines for completion and opening have yet to be determined, pending the outcomes of the design process and funding availability.
Both projects reflect San Francisco's broader vision of creating inclusive urban spaces designed for public enjoyment, health, and environmental sustainability. They echo the city's historical evolution, where vibrant public spaces have long shaped local identity and community spirit. By reclaiming these iconic areas, the city emphasizes the value of accessible outdoor spaces, inviting everyone to experience the natural beauty and vibrant community life unique to San Francisco.
Together, these transformative parks will redefine how San Franciscans and visitors alike engage with the city's breathtaking landscapes—be it the rhythmic waves of the Pacific or the energetic pulse of the bayfront.
